Breakthrough in Creativity                                             Quantified, Qualified, P&GifiedP&G named 2008 Adver...
Thank You’s                                                 Over the years we’ve thanked our advertising                  ...
We are extremely proud to be recieving                                                      this honor, but know we couold...
Caption & ANNCR:		 *	 Persistence
Caption & ANNCR:		 * 	 Commitment
Caption & ANNCR:		 * 	 Imagination
Our first trip to Cannes was in 2003,                                                       a year when P&G advertising ac...
Slide 8: Pie Chart showing 98% Clarity and 2% Entertainment Value.
Slide 9: Pie Chart showing 99% Rationale and 1% Emotional
huge                                               just right                                                            L...
Testing revealed we were doing many                                                    things right, but Focus Groups indi...
Picture of a focus group woman frowning.
Picture of a focus group boy who just ate something sour.
Picture of a woman sleeping through a focus group.
ANNCR: 	 We realized we couldn’t continue selling our products they way we had.	        Illustration Animation: Hammer abo...
ANNCR: 	 We realized we couldn’t continue selling our products they way we had.	        Illustration Animation: Hammer hit...
ANNCR: 	 So we went to France.
ANNCR: 	 But the reception was not exactly warm.
Confusion                                                15                                                12             ...
Confusion                    15                                Elitism                    12                    9         ...
Confusion                        15                                    Elitism                        12                  ...
Caption & ANNCR: 	But going to Cannes helped us identify a major problem.
Problem: Low Creativity
Solution: Increase Creativity
Launch of Operation Increase Creativity
ANNCR:	 We asked our partner agencies to add a new dimension to the work.Venn DiagramsCircle One: Strategic ThinkingCircle...
Lions Won                                                    The operation yielded immediate results.ANNCR: 	 The operatio...
ANNCR: 	 And thanks to the hard work of our partner agencies, continued producing results.
Awards    Sales                                                       Not only were we winning awards,                    ...
ANNCR: 	 This brought a smile to the brass.
ANNCR: 	 We had learned an important lesson in Marketing.
ANNCR: 	 During the next few years, P&G enjoyed a creative renaissance.	        (Photos of P&G people with Lions and awards)
ANNCR: 	 We had also learned that creativity can be applied in new ways to improve our world.	        (PR photos of people...
ANNCR: 	 And we recognized our obligation to promote creativity.	        (Photos of students and teachers at VCU and Miami...
ANNCR:	 It has been a remarkable journey.
ANNCR: 	 That has produced tangible results.
Slide 31: Charm
Slide 32: Humor
ANNCR: 	 But the journey is far from complete. Because in the same breath that we are thanking our partners for making us	...
ANNCR: 	 We’re challenging them to raise the bar on Creativity for Procter & Gamble.
Caption and ANNCR: 	 We want to thank our partner agencies once again for all their hard work. Without them	              ...
Caption & ANNCR: 	We also want them to know that they hold a special place within the P&G organization.
Partner Agencies	   Massive Org. Chart showing thousands of branches and offshoots.	   Somewhere amongst all that bureaucr...
Appendix:(The three links removed from earlier slides)
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P&G presentation at Cannes

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Part of a tongue in cheek presentation (and website) made to honor Proctor & Gamble as the Advertiser of The Year at Cannes.
Agency: TBWA Chiat Day Los Angeles
Art Director: Laura Sweet, Copywriter: Rich Siegel

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P&G presentation at Cannes

  1. 1. Breakthrough in Creativity Quantified, Qualified, P&GifiedP&G named 2008 Advertiser of the YearBreakthrough in Creativity:Quantified, Qualified and P&G-ified
  2. 2. Thank You’s Over the years we’ve thanked our advertising partners for raising the level of creativity at P&G. This year, we were named 2008 Advertiser of the year and we can’t thank you partner enough.Caption & ANNCR: Over the years we’ve thanked our advertising partners for raising the level of creativity at P&G. This year, we were named 2008 Advertiser of the Year and we can’t thank our partners enough.
  3. 3. We are extremely proud to be recieving this honor, but know we couoldn’t have done it without our partners agencies and their:Caption & ANNCR: We are extremely proud to be receiving this honor, but know we couldn’t have done it without our partners agencies and their:
  4. 4. Caption & ANNCR: * Persistence
  5. 5. Caption & ANNCR: * Commitment
  6. 6. Caption & ANNCR: * Imagination
  7. 7. Our first trip to Cannes was in 2003, a year when P&G advertising achieved record brenchmarks.Caption & ANNCR: Our first trip to Cannes was in 2003, a year when P&G advertising achieved record benchmarks.
  8. 8. Slide 8: Pie Chart showing 98% Clarity and 2% Entertainment Value.
  9. 9. Slide 9: Pie Chart showing 99% Rationale and 1% Emotional
  10. 10. huge just right Logo SizeSlide 10: Line Chart showing Logo size increasing
  11. 11. Testing revealed we were doing many things right, but Focus Groups indicated we were doing some things wrong.Caption & ANNCR: Testing revealed we were doing many things right, but Focus Groups indicated we were doing some things wrong.
  12. 12. Picture of a focus group woman frowning.
  13. 13. Picture of a focus group boy who just ate something sour.
  14. 14. Picture of a woman sleeping through a focus group.
  15. 15. ANNCR: We realized we couldn’t continue selling our products they way we had. Illustration Animation: Hammer about to hit head.
  16. 16. ANNCR: We realized we couldn’t continue selling our products they way we had. Illustration Animation: Hammer hits head
  17. 17. ANNCR: So we went to France.
  18. 18. ANNCR: But the reception was not exactly warm.
  19. 19. Confusion 15 12 9 6 3 0ANNCR: The creative community just didn’t know why we were there. * Confusion
  20. 20. Confusion 15 Elitism 12 9 6 3 0Slide 20: Elitism
  21. 21. Confusion 15 Elitism 12 Resentment 9 6 3 0Slide 21: Resentment
  22. 22. Caption & ANNCR: But going to Cannes helped us identify a major problem.
  23. 23. Problem: Low Creativity
  24. 24. Solution: Increase Creativity
  25. 25. Launch of Operation Increase Creativity
  26. 26. ANNCR: We asked our partner agencies to add a new dimension to the work.Venn DiagramsCircle One: Strategic ThinkingCircle Two: Crystal Clear ClarityCircle Three moves into the picture and creates a new Venn diagram. Shaded area is called the Sweet Spot.
  27. 27. Lions Won The operation yielded immediate results.ANNCR: The operation yielded immediate results.
  28. 28. ANNCR: And thanks to the hard work of our partner agencies, continued producing results.
  29. 29. Awards Sales Not only were we winning awards, we were winning new customers.ANNCR: Not only were we winning awards, we were winning new customers.
  30. 30. ANNCR: This brought a smile to the brass.
  31. 31. ANNCR: We had learned an important lesson in Marketing.
  32. 32. ANNCR: During the next few years, P&G enjoyed a creative renaissance. (Photos of P&G people with Lions and awards)
  33. 33. ANNCR: We had also learned that creativity can be applied in new ways to improve our world. (PR photos of people doing charity work on behalf of P&G)
  34. 34. ANNCR: And we recognized our obligation to promote creativity. (Photos of students and teachers at VCU and Miami Ad School)
  35. 35. ANNCR: It has been a remarkable journey.
  36. 36. ANNCR: That has produced tangible results.
  37. 37. Slide 31: Charm
  38. 38. Slide 32: Humor
  39. 39. ANNCR: But the journey is far from complete. Because in the same breath that we are thanking our partners for making us The 2008 Advertiser of the Year.
  40. 40. ANNCR: We’re challenging them to raise the bar on Creativity for Procter & Gamble.
  41. 41. Caption and ANNCR: We want to thank our partner agencies once again for all their hard work. Without them this award would never be possible.
  42. 42. Caption & ANNCR: We also want them to know that they hold a special place within the P&G organization.
  43. 43. Partner Agencies Massive Org. Chart showing thousands of branches and offshoots. Somewhere amongst all that bureaucracy is a branch labeled and highlighted: Partner Agencies.
  44. 44. Appendix:(The three links removed from earlier slides)

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